Measuring the effects of engagement in online brand communities on sustainable brand perception along the triple bottom line

Purpose This study aims to investigate the extent to which customer engagement in online brand communities (OBCs) influences brand perception, focusing on its social, ecological and economic dimension. This study centers on adidas’ brand TERREX and is guided by the three P’s of people, planet and profit. Design/methodology/approach A covariance-based structural equation model was used measuring engagement through five different touchpoints of interaction occurring in the adiClub, the OBC of adidas. The model assesses how these touchpoints affect the sustainable perception of the brand. Findings The results indicate that customer engagement in the adiClub has a positive impact on sustainable brand perception of TERREX. Notably, customers who perceive the brand as environmentally focused are significantly more inclined to invest personal resources in understanding the brand’s offerings. This deeper engagement enhances their perception of TERREX as superior to competitor brands in terms of product quality and functionality. Originality/value This study contributes to research and practice in the context of corporate social responsibility (CSR) and brand management as researchers and managers can obtain new insights into how to engage with customers in OBCs to shape a cohesive sustainable brand perception.